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Do you ever find yourself simply overwhelmed by the amount of email traffic and general communication you receive in just one day? How can packaging graphic management be this complicated? Our focus for this article is to explore why and look at reducing or even removing unnecessary task duplication, for which onerous e-mail traffic is just part of a much bigger picture.

Nowadays, everything we interact with, whether it be at work or at home, is expected to deliver a better, smarter and faster experience. When Brand owners or retailers launch a product or manage a re-brand it is no different – the optimum results are, quite rightly, expected.

So here’s how it normally works – a business will have their aims and objectives clearly in their sights, they know what they want, the vision is set, the associated team just needs to deliver it. The team is made up of subject matter experts who each know their own role and responsibilities within the process, but do they know when they are needed and what influencing factors might be impacting the project at any one time?

Packaging has been the silent sales tool for many years, proudly marketing the product it protects, subconsciously delivering core brand values to the consumer. The relationship between the consumer and the packaging on shelf is clear - it needs to perform in amongst saturated brand noise, deliver a quality experience when in the hand, making it into the basket and ultimately home. However, today the consumer journey often starts digitally online, which challenges the product and brand experience in different ways to the on shelf battle. 

Packaging and artwork management has become a particularly complicated process in many large businesses.  Consumers and legislators have become more demanding for products and packaging that meet their expectations for quality, cost and social responsibility. In addition to this, revenue and margin can quickly dissipate as new buying patterns emerge and mature more quickly than ever before. As a result, retailers and brand owners require improved methods to run their packaging and artwork development processes if they are to reach their objectives.

As consumers, packaging is something which we tend to take for granted. It protects and delivers the product we are purchasing, at times we keep it long enough to dispense the product and ensure its freshness.